CALVIN KLEIN: #MY CALVINS
By 2015, Calvin Klein had lost cultural relevance—once bold and iconic, the brand felt fragmented and uninspiring. To rebuild connection, we returned to its provocative roots and reframed it for a new generation fueled by self-expression and inclusivity. The result: #mycalvins, a global movement inviting people to complete the statement “I ___ in #mycalvins.” It became a unifying call to action, driving a 200% lift in underwear revenue, growing the social audience to over 20 million, and reestablishing Calvin Klein as a cultural force.
_ project team
Melisa Goldie: Global Chief Marketing Officer
CRK Advertising: Creative, Marketing + Media
Photographer/Director: Tyron Lebon, Harley Weir, Ed Templeton
_ services provided
360 Global Marketing Campaign
Creative Direction + Execution
Global Media Strategy + Execution
“A masterclass in turning a brand into a cultural platform—#my- calvins invites participation, not just admiration.”
-Cannes Lions Jury (2016, Integrated Campaign Shortlist)
